Beverage Marketing Efforts

Beverage marketing is a broad term that can encompass a company's efforts to communicate key brand attributes to target consumers, defines a promotional strategy to engage consumers, provides incentive programs for distributors or retailers, and manages joint co-operative marketing campaigns with complementary brands. The process starts with stating clear objectives, developing strategies that will guide the overall effort, and the implementation of tactics programs. A solid beverage marketing plan will address two key functional areas—consumer marketing and channel marketing. Consumer Marketing Activities undertaken by the company to reach the end consumer accurately describes the role of consumer beverage marketing. This can include sampling campaigns, public relations efforts, radio or television campaigns, print ads, internet activation, and co-op marketing efforts. Consumer marketing strategies and tactics are the 'sexy' part of brand management, and many entrepreneurs and small companies are eager to allocate funds in this area. New brand owners will often find themselves inundated with offers and opportunities from vendors looking for promotional dollars. A brand owner must be able to evaluate these opportunities and determine how to best investment its marketing dollars. Channel Marketing Beverage marketing to the retail trade, as opposed to the end consumer, is the essence of channel marketing. This is an often overlooked or under-prioritized part of a company's beverage marketing strategy. Channel marketing is important as it can strengthen a brand's relationship with key retail partners. An effective channel marketing campaign can ensure that a brand enjoys incremental merchandising activity and in-store awareness, reaching consumers where it matters most, when they are in a position to purchase the beverage.

Diet Drinks

Diet drinks, sometimes known as light drinks and are sugar-free, naturally or artificially sweetened, non-alcoholic beverages typically marketed to health-conscious people, diabetics, athletes, and other people who want to lose weight or stay fit. Many diet drinks are carbonated. Aspartame, known by the brand name NutraSweet, is one of the most commonly used artificial sweeteners. Many Americans choose to consume soft drinks morning, noon, and night. They are tasty drinks, available everywhere, and are relatively inexpensive. Unfortunately, for most Americans, soft drinks are also a prime source of extra calories that can contribute to weight gain. Using artificial sweeteners in soft drinks instead of sugar or high fructose corn syrup offers an advantage by sidestepping common problems associated with weight gain or diabetes. Artificial sweeteners contain zero carbohydrates, no fat, and no protein, so they do not directly influence caloric intake or blood sugar levels. The bottom line is switching from sugar-sweetened soft drinks to diet drinks cuts calories. The FDA approves the use of five artificial sweeteners. Gram for gram, each one is sweeter than sugar. Approved sweeteners include: aspartame (Equal, NutraSweet), which is 180 times sweeter than sugar; acesulfame-K (Sunett, Sweet One), which is 200 times sweeter than sugar; saccharin (Sweet'N Low, Necta Sweet), which is 300 times sweeter than sugar; sucralose (Splenda) which is 600 times sweeter than sugar; and neotame which is 7,000 to 13,000 times sweeter than sugar. Tooth Decay Regular soft drinks contain a lot of sugar, which can cause cavities. Diet soda is naturally or artificially sweetened and does not necessarily contribute to cavities. Soda pop is a sweetened, acidic, often caffeinated, carbonated drink. Regular soda pop is sweet because of different kinds of sweeteners whereas "diet" pop is sweet because of added natural or artificial sweeteners. Every year the average American consumes 45 gallons of soda. Adults are just as prone to tooth decay, despite well-developed and well-calcified tooth enamel. Soft drinks can be double-trouble for teeth. More than sugar, the acids in many popular soft drinks contribute to tooth enamel decay and make teeth more prone to rot.